Dewytree announced on the 10th that it successfully concluded a strategic popup store in Tokyo’s Shibuya, named 'MUSSINSA Tokyo Popup Store 2026'. This initiative marks the brand’s first major step in global activities post-rebranding, centered around its 'AC Calm' skincare line tailored for the local MZ generation.

Running from the 10th to the 26th for a duration of 17 days at 'MEDIA DEPARTMENT TOKYO', this popup served as a powerful channel to validate the influence of K-fashion and K-beauty within the area. By emphasizing the brand's philosophy of 'calm as the standard', Dewytree captured significant attention from Japanese consumers, enhancing its relevance in a competitive market.

The products showcased included three key items: the 'AC Deep Calming Ampoule', the 'AC Deep Heat Calming Mask', and the 'AC Deep Trace Calming Mask'. Particularly noteworthy was the 'AC Deep Heat Calming Mask', designed to immediately lower skin temperature, catering to Japan’s hot and humid climate. This product, alongside the 'AC Deep Calming Ampoule', which addresses skin sensitivity concerns, solidified the brand's expertise in K-beauty calming solutions.

Dewytree's strategy also included a 'Dewytree Brand Day' from April 22nd to 24th, during which consumers were offered discounts of up to 43% on products prior to official listing on the MUSSINSA platform. This initiative not only attracted significant participation from local consumers but also facilitated a seamless online-to-offline purchasing experience, demonstrating effective synergy across distribution channels.

A Dewytree spokesperson stated, "It is meaningful to showcase Dewytree’s functional calming solutions in Shibuya, the heart of Japanese fashion and beauty. Based on the enthusiastic response from local customers during this popup, we aim to further strengthen our online and offline distribution networks in Japan and establish ourselves as the 'standard of calm' in the global market."

Moving forward, Dewytree plans to intensify its brand activities across global platforms, aiming to promote the value of functional skincare throughout Japan, North America, and Asia. This strategic positioning highlights the brand’s ambition to penetrate and expand within high-potential markets while fostering increased consumer engagement.